Marketing

The Marketing major equips students to better understand customers and the complex market system in which organizations operate. Thus, marketing majors are expected to analyze, synthesize, and evaluate decisions critical to the leadership of all organizations. These critical decision-making skills prepare students for positions in both public and private sectors as well as for graduate school.

Major in Marketing

Minor in Marketing - 4 Units

The minor in marketing is an integrative component in the student’s program of study and is a natural complement to any non-business major. Examples include, but are not limited to, communications, music, political science, education, health care administration, and technical fields such as chemistry or biology.

or Knowledge of Human Cultures and the Natural World if Language course taken in the fall.

MKTG 190. Special Topics in Marketing. 0.5 or 1 Units.

MKTG 285. Independent Study. 0.5 or 1 Units.

MKTG 315. The Marketplace and Consumers. 1 Unit.

This course is designed to provide the student with an introductory knowledge of the fundamentals, principles, and practices of marketing as it relates to the consumer. This course is intended to furnish the student with an understanding of the basic functions of marketing, familiarize the student with the primary elements in the marketing mix, and help the student develop an appreciation for the necessity and complexity of marketing’s function in today’s business environment. Prerequisites: Junior standing; minimum of C grade for Marketing majors.

MKTG 316. Consumer Dynamics. 1 Unit.

This course involves the interdisciplinary study of customers as the focus of the marketing system. Analysis will be on individual, group, and situational influences as a means of understanding the consumer decision-making process. Emphasis is on the qualitative research tools that may be used by managers to explore and build long-term customer relationships. Prerequisite: MKTG 315.

MKTG 318. Marketing Research. 1 Unit.

This course emphasizes the quantitative research process as an aid to decision-making in marketing management. Topics include: research methodology, use of secondary data, presentation of marketing research results, and evaluation of the effectiveness of marketing research. Prerequisites: MKTG 315, STAT 301Q.

This course examines the use of social marketing to help persuade consumers to adoptbehaviors that create positive change in society for people, planet, and profits. Students willalso examine the ethics of using social marketing practices to impact various social issues.Guest speakers, site visits, and a social marketing project will provide students withadditional experiential learning opportunities. Junior Seminar.

MKTG 397. Marketing Internship. 0.5 Units.

The purpose of the course is for students to complete a 140-hour field internship under the supervision of a faculty member and field supervisor. A written paper and formal presentation about the internship experience will comprise the classroom portion of the course. MKTG 397 may not be used to meet major or minor degree requirements. Prerequisites: MKTG 315, permission of the instructor, and student must meet SoBA internship requirements. Enrollment in an internship course requires students to attend an orientation prior to beginning work at their internship site. For more information regarding internship orientations, please contact Career & Professional Development at career@stetson.edu or 386-822-7315.

In the digital business era and internet revolution, the challenge of marketing managers has shifted from acquiring data to making sense of enormous amounts of data. Marketing analytics is designed to introduce different data analysis techniques that would help in making wide range of decisions from segmentation to assessing customer life time value. The objective of this course is to give you the knowledge and skills, as a future marketing manager, to make intelligent decisions in your choices of analysis techniques, understanding of data and decision making based on such data. This course builds on MKTG 318 and emphasizes the choice and understanding of analytical technique for decision making for marketing management. Prerequisite: MKTG 318 or Permission of Instructor.

MKTG 420. Global Marketing: Business Without Borders. 1 Unit.

This course is designed to provide students with the basic principles of marketing management required to conduct quantitative analysis as a global marketing manager. Topics include: analysis of consumers, competitors and channels; frameworks to evaluate the similarities and differences between domestic and global marketing; and marketing ethics and cross-cultural nuances. The goal is understanding how the environment (especially diversity in language, culture, religion, politics, and social forces) affects the application of marketing principles and business practice on a global basis. Through the use of cases, multicultural team exercises, and group projects, this course equips the global manager with tools to solve marketing problems beyond their own borders. Prerequisite: MKTG 315.

MKTG 430. Social Marketing for Social Change. 1 Unit.

This course will examine issues of social responsibility in profits and nonprofits and how marketing theory and techniques may be used to promote more environmentally and socially conscious business practices. In general, social marketing techniques are used to influence individuals or groups to change their behavior in order to improve a social good such as: individual health, the environment, and the community. Students will develop an appreciation of these techniques and apply them by developing a social marketing plan. Prerequisite: MKTG 315.

MKTG 436. Sport Properties and Sponsorship. 1 Unit.

This course will examine unique brand management strategies of and through sport properties, i.e., using the tangible and/or intangible assets managed by rights owners that draw fans and revenues, including teams, leagues, facilities, events, tours, athletes, equipment/sporting goods, and products. Methods of building and transforming sport brands to effectively attract, engage, and retain fans will be examined, along with the use of cash and/or in-kind fees paid by commercial brands in return for access to exploitable commercial potential associated with sport properties. Prerequisite: MKTG 315.

MKTG 440. Integrated Marketing Communications. 1 Unit.

This course explores the role of promotions in the marketing mix and studies a wide variety of tools and media. The course has a strong evaluative element, and students are expected to critique and enhance marketing messages from a variety of sources. The course is built around the idea that the message itself is only part of the equation; media selection, placement, and evaluation are equally critical, as are sound target market principles. Topics include: analysis of market situations and consumer behavior, positioning strategies, promotion tools, and media evaluation. A quantitative approach to measuring promotion effectiveness is emphasized. Prerequisites: MKTG 315, MKTG 316.

MKTG 441. Digital Marketing. 1 Unit.

This course studies the strategic decisions and tactical applications of digital marketing from the perspective of the marketing manager. Students explore how to implement key marketing objectives including branding, customer acquisition, and customer retention to create value for customers within the framework of the marketing mix. Topics include: online customer insights, analytics, web sites, blogs, e-mail marketing, advertising, content marketing, online PR, social media, and mobile media. Prerequisite MKTG 315 or permission of the instructor.

MKTG 450. Marketing Strategy. 1 Unit.

This course integrates other marketing courses in order to emphasize the development and application of problem-solving techniques in a wide range of marketing problems. Using cases, students develop skills in linking the logic and concepts of marketing to data, analyze relevant data, and make and justify rational marketing decisions. Prerequisites: MKTG 315 and ACCT 212, Senior standing, Marketing majors and minors only (or permission of the instructor).

MKTG 485. Independent Study. 0.25 or 1 Units.

MKTG 490. Special Topics in Marketing. 0.5 or 1 Units.

This course offers the student an in-depth investigation of special or timely marketing topics not covered in other marketing courses. Repeatable. Prerequisite: MKTG 315.